A Study on the Optimisation of Brand Management of Luckin Coffee

This study focuses on the brand management of Luckin Coffee, discusses the main problems it faces and suggests ways to improve it. Luckin Coffee has risen rapidly in a short period to become a major competitor in the Chinese coffee market. However, as the company continued to grow, some problems gradually emerged. Firstly, Luckin Coffee has the problem of unclear positioning in brand management. The company has focused too much on expansion and neglected to create a clear brand image. This will lead to confusion in the market and reduce brand loyalty. Secondly, quality control and supply chain management are also challenges for Luckin Coffee. Some negative incidents have affected product quality and damaged the company's reputation. Finally, the company's price-competitive strategy is problematic, as it lacks innovation and long-term sustainability. The recommendations of this study are mainly based on brand positioning, quality control and supply chain management, as well as the innovation of pricing strategy, adopting diversified methods to adapt to the constant changes in the market. The research in this paper is of great significance because Luckin Coffee is an important participant in the Chinese coffee market, and its brand management issues and optimisation suggestions can be used as a reference for other companies. Through in-depth research on Luckin Coffee's experience and problems, it can provide useful reference and guidance for the future development of China's coffee industry, help improve the competitiveness of the industry, provide better products and services, and meet the needs of consumers.